When I last checked in on Axe, it was reveling in the silly, self-aware provocation of its marketing and making the eyes of lab animals bleed with the fetid pong of its musks. Turns out that I ...

Heretofore, Axe has been for men. Now, the Unilever deodorant brand is introducing a fragrance for women called Anarchy. A new commercial depicts a scene of mayhem, with a chain of events including a ...

How do you engineer a virtually unbeatable grooming product for men--and now women--that promotes passion? The answer isn’t in the chemistry. It’s in the marketing. The Axe World Descends Into ...